Just adding some color to a few previous comments:
1. I'm a new fan, because of Pulisic. There's likely a few hundred thousand more like me currently and millions more over the next few years.
2. Beats by Dre is Apple. Apple bought Beats a few years ago. So that's not just a minor, throwaway advertiser.
3. Pulisic joining Chelsea now rather than a few years ago is huge. Best possible timing. Soccer was in its infancy (in the USA) when McBride, the USMNT goalies, Dempsey, and Donovan (when he moonlighted as an Everton player) played in the PL. Games were hard to find, usually hit or miss on Fox Sports One. Today, Soccer is on NBC Sports from pretty much 4 am to 12 pm PST (California)--on Saturdays and Sundays. Nicely positioned before/during the early college football games on Saturdays and the early NFL games on Sundays. And sports betting is slowly becoming legalized. All these factors are creating a situation where the ability to develop new soccer fans is unlike any other time in the past.
4. And anecdotally, my wife and I are expecting a baby in a few weeks. We've been trying to buy a Chelsea onesie for him. Via Amazon. But the one that we want, the Chelsea blue onesie, is currently sold out.